A best practice I hype in my book, “The Intersection Point: Where Content, Social and Sales Collide,” is the importance of a multi-channel promotional strategy as part of a content marketing initiative.
Content creation sputters when we employ a “build it and he will come” mentality. Social engagement, search engine optimization (SEO) and digital communications all provide opportunities to attract and engage high value readers with relatively little expense.
What about more traditional paid channels – such as advertising or content distribution services like Outbrain or Taboola? Is the additional cost worth it?
When the media is targeted…absolutely!
Here is an example of how NetApp has integrated its online advertising program with GovDataDownload, an innovative content marketing and field sales program developed in partnership with Strategic Communications Group.
Working closely with the Washington Post, NetApp continues to draw in new readers to GovDataDownload, many of whom fit squarely in the campaign’s sweet spot – decision-makers and influencers at federal agencies.